Why Did Changan Suzuki Stop Selling?
2 Answers
First, the slow pace of model updates is the primary reason. The reason why Suzuki's models are well-known to most consumers is mainly due to the excessively long sales period of each model. For example, models like the Alto, Swift, and SX4 sometimes only needed a change in body color to be marketed as an annual facelift. In recent years, as domestic consumers' demands for vehicles have increased, Suzuki's strategy has become ineffective. Although models like the Vitara and S-Cross were launched later and received positive market feedback, the pace of new model releases remained too slow compared to mainstream domestic car brands. Secondly, Suzuki was too "stubborn" about space and configurations. Domestic consumers have very high demands for space and configurations. Many models have extended their interior space to meet these demands, gaining consumer recognition and becoming mainstream best-sellers. In contrast, Suzuki's models, whether the early small cars or later compact family-oriented models, couldn't compete with mainstream models in terms of space. Moreover, the configurations of Suzuki vehicles are average compared to their peers. It's hard to find a Suzuki model that satisfies consumers in terms of features. Additionally, the interior materials and quality are at a disadvantage compared to mainstream models in the same price range. Finally, inflexible market strategies were evident with the later launch of the Vitara. Although the Vitara had strong product appeal and excellent design, there were no cash discounts at the retail level. Even before exiting the market, discounts were rare. Such pricing strategies ultimately led consumers to abandon the brand. Suzuki's exit is also related to the rapid development of the automotive market. Consumers' growing demand for models above the compact segment and the overall decline in vehicle prices left Suzuki models with no competitive advantage in the market.
I drove a Changan Suzuki Swift for several years, which was quite fuel-efficient, but later the number of such cars on the road decreased significantly, and I heard it was discontinued. The main reason was the shift in the market—Chinese consumers prefer buying SUVs or larger vehicles, while Suzuki stuck with small cars, which didn’t sell well. The company focused more on the Indian market, where sales were strong, so it withdrew from China in 2018. A friend of mine who works at a car dealership said sales plummeted, leading to consecutive years of losses, which ultimately forced the decision to halt operations. After the discontinuation, finding spare parts became difficult, and repairs were expensive, so I switched to a domestic brand. The automotive industry evolves quickly, and brands that can’t keep up with trends get phased out—Suzuki is a prime example. Owners of older models should consider maintenance issues. In short, the market competition is fierce, and brands without a competitive edge end up exiting.
